# Affiliate Summit West Keynote: Gary Vaynerchuk | 2009

## Метаданные

- **Канал:** Gary Vaynerchuk
- **YouTube:** https://www.youtube.com/watch?v=flFucO_x1U0
- **Дата:** 10.12.2015
- **Длительность:** 52:33
- **Просмотры:** 9,632
- **Источник:** https://ekstraktznaniy.ru/video/19434

## Описание

--
Gary Vaynerchuk builds businesses. Fresh out of college he took his family wine business and grew it from a $3M to a $60M business in just five years. Now he runs VaynerMedia, one of the world's hottest digital agencies. Along the way he became a prolific angel investor and venture capitalist, investing in companies like Facebook, Twitter, Tumblr, Uber, and Birchbox before eventually co-founding VaynerRSE, a $25M angel fund.

The #AskGaryVee Show is Gary's way of providing as much value value as possible by taking your questions about social media, entrepreneurship, startups, and family businesses and giving you his answers based on a lifetime of building successful, multi-million dollar companies.

Gary is also a prolific public speaker, delivering keynotes at events like Le Web, and SXSW, which you can watch right here on this channel.

Find Gary here:

Website: http://garyvaynerchuk.com
Wine Library: http://winelibrary.com
Facebook: http://facebook.com/gary
Twitter: http://twitte

## Транскрипт

### Segment 1 (00:00 - 05:00) []

and with that I'd like to bring up Gary vaynerchuk Master of the Universe Wine Library TV 10 100 Wines thank you Gary so one last thing Sean and Missy have a very special thing for Gary And with the first pick in the affiliate Summit draft Sean and Missy take Gary Vayner yes thank you so much I went in the seventh round it was exciting thank you there you go thanks that's awesome can I wear this sure now thank you Sean that's awesome Joe Cleo's number I like that um thank you so much very kind JK thank you so much you stole my favorite head coach you're gonna like Eric me and gen I promise the Browns will be okay though nobody wants to be the GM um thank you so much for having me here today I've uh been really excited about this Keynote maybe more than any other keynote that I'm giving this year because fundamentally this room has the DNA of what most excites me see the fact of the matter is the people that live in this universe know something they know how to make money and that's extremely good and that's a part believe it or not that a lot of people miss talk about content and talk about community and talk about crushing it and talk about killing it I saw killing it was one of the bingo words so figured I'd put you guys in motion and um the problem is they don't know how to monetize and this community does and that is a very powerful situation a huge aspect in creating a business because it's funny but the last time I checked you can't pay the bills with Twitter friends last time so it's imperative to understand how to monetize and I think as a whole when we think about this community um I think it knows how last year I was here and Jason calanis keynoted and threw up pictures of people and made fun of them for taking pictures with checks next to themselves I on the other hand started clapping because I was thrilled that people made $100,000 by finding a keyword that converted well I respect that I respect this whole sector so much on the flip side I think there's a lot of opportunity in this sector see the thing that I thought about when I first thought about doing this keynote was singles I feel that there's way too many people in this sector looking to get a single when they have the talent to hit home runs and I think that is a fundamental missed opportunity for a lot of people in this room and this entire space and I'd like people to start swinging a little bit more for the fences thank you no I'm just kidding all right so one thing I want to say is that I'm looking to do a lot of Q& A how many people here know 37 signals Jason freed raise your hand Jason and I have been talking a lot about creating this tour and going on tour and doing just Q& A because I think a lot of times you come up here and you talk about what you've done oh I built a $50 million liquor store who gives a [ __ ] I don't want to talk about what I did people want to get answers about maybe things I see things that I'm privy to because of the thousands emails I get a day trying to find a nugget trying to find an opportunity to think about maybe what can happen so I would really like to I think a lot of times in a keynote you talk in a lot of general terms of course you've got to kill it you know what's really funny this term social media doesn't mean jack [ __ ] I'm serious social media is business there's way too many people walking around thinking they have a Twitter account and they're about to make a trillion dollars when the hell did a Twitter account or Facebook fan page automatically guarantee you straight cash in the bank it didn't thank you with the amen more of those all right so what Twitter is and Facebook and any other tool use Ustream they're tools they're a freaking fax machine they're a Sund dial they're a pencil seriously we use them to communicate we're always going to be the same thing we like each other believe it or not for the few douchebags that don't like each other the majority of us love each other and we want to communicate and we do care when you take a dump or eat bananas we like that it's cool it's real it's authentic and it's important now everybody uses these tools differently you know I heard somebody take a jab at me saying I broadcast too much on my Twitter that I don't at reply enough well you know the way I look at my tool if I at reply everybody that me

### Segment 2 (05:00 - 10:00) [5:00]

up my stream is going to be filled with ad replies that may not be relevant that person doesn't know like the majority of you know that I'll go back and follow you and direct message you and thank you and hit you up and talk to you on AIM and Ustream and all that jazz there's something I want to really talk about content no matter what you do whether you blog how many people here blog raise your hand just trying to get a sense of the audience how many people hear video blog raise your hand okay I'll stay on this short because it didn't seem more than 50% if you blog or video blog way too many people are spending too much time on their actual content is important very important because at the end of the day if you have the skills to get 8 trillion people into a store but you don't know how to sell to them and you sell nothing you accomplish nothing however there is not enough emphasis put on community and marketing I always say content is King but marketing is the queen and the Queen runs the household ladies where the ladies usually there's like yeah no yeah damn there's always one of those um it's early in Vegas um Sean next year 2 p. m. for the keynote um I think that there's way too many people that you know focus on you know putting out great [ __ ] like people always I get 600 emails a week Gary what camera do you use for Wine Library TV are you [ __ ] kidding me who cares some $2 camera I bought at Best Buy a flip cam it doesn't matter have you gone to YouTube and seen the videos that have the most views they are not using professional Hollywood lighting it comes down to the content you're pumping out and you know what the authenticity there are so many people that I work with in the video sphere that start over I'll do an interview and they're like hey everybody this is Tom Thompson from the 20-minute workout session moneymaking gold session. net and we're here with Gary B oh let's start over what authentic be authentic I have never ever taken a second shot or stopped Wine Library TV ever if the phone rings phenomenal it changes up the fact that I pump out five shows a week 20 minutes long it gives them the fan base something to laugh at least it's a little different you want to be as authentic as possible and if wine spills on you or if the Jets lose or make a big trade in the middle of your taping and you have to stop and walk off camera and find out what happened and come back then that's what you need to do you have to make it authentic but here's the funny part I spend 45 minutes to an hour max on content a day max sit down tape wi libr TV bang it out maybe I'll do a garyvaynerchuk. com which is where a lot of you guys know me from bang that out and then the rest of the time is spent on monetizing bis Dev phone calls with you know jumping on people's blogs and doing interviews and probably 8 to nine hours a day of pure interaction within Facebook and Twitter and whatever it may be if you are not searching vanity searching as people call it ego searching if you are not searching your name on a blogosphere and on Twitter and any other platform that has users every single minute you are a fundamental clown like that kind it's a Monumental mistake whether your whether it's your name or your company you've got to have a pulse for what people are saying about you and your company you've got to you have to know everything pros and cons and the cons need to be addressed immediately absolutely immediately listen I'm not confused there's people in the crowd who don't know who I am who are listening to me right now and are saying this guy is a dick I get it I know my DNA I know how I come off I'm pumped I'm excited I'm over the top I know that when I start Wine Library TV with hello everybody and welcome to Wine Library that I lose 13% of my audience before they even get a chance to realize I know a shitload about wine but the fact of the matter is I'm authentic to myself and I know out of pure hustle and just keep uh people are marking off hustle on the Bingo cards um you're welcome trying to remind you might win huge prize uh number 73 Vayner Chuck Jets Jersey I think what's really neat is that you know you may be an introvert you may be the polar opposite of me you may be shy you need to embrace that never ever fold from who you are ever there is absolutely no reason because if your content is good and you know what you're talking about it doesn't matter if you whisper maybe you're not the greatest at marketing but your content will be found it's nice to find somebody who can maybe help you with that and of course there's a lot of people in this space in a lot of space that focus on Google and SEO and that's imperative and it works but back to the sing hitting signals singles thank you um

### Segment 3 (10:00 - 15:00) [10:00]

there's also a lot of people in this space that do things that may not look good on their legacy one thing I always think about bingo nice already huh what are we giving him I'll give you a $500 gift certificate to Wine Library and a 73 Jets Jersey I'm wearing that every day um congrat congratulations um there's a lot of people here who don't do things that are going to look good on their legacy that do things that they are not proud of know are kind of shady but it gets them clicks or referrals or makes them cash I think that's where the Divide really needs to come in the entire space you've got to really ask yourself where am I going I really do believe that especially this face the majority people do understand how to make $50 to $200,000 a year I really do I mean there's a lot of ways there's a lot of referral action there's a lot of ways but the question you want to ask yourself is do you want to juggle 900 different sites that are selling cupcakes and travel and Kangaroo hats or do you want to create a brand that you can really sink your teeth into and really monetize against because the funny part is that when you get on Conan or the Today Show or front page Wall Street Journal that's the feeds and you're able to really build something and I think there's way too many people there's a lot I mean when I first got to really looking at the Internet space I lived on digital point and or digital you know and site point and those forums and I was thrilled to see pictures of Zach Johnson wearing a crown and shoe money and all his chicks that he likes to take pictures with and all that jazz and that's cool and that's great and there's a lot of money to be made in that and I believe in that and that's totally one way to skin a cat you know there's way too many people that I think preach to this group you know you're doing everything wrong you do I get all that I really do I think what I'm passionate about is crushing it every day for making yourself happy and I think when you talk about and you build a business around a passion that's when you can really knock it out of the park as a matter of fact I think the far majority of the people in this room have the ability to build their brand while they fool around with the other stuff that maybe got them here or make some side cash but should really sink their teeth into their fundamental passion the thing that they want to do for the rest of their lives if we went into the greatest depression of all time and nobody got paid ever again what the [ __ ] would you do that's what you want to do because I promise you if you do that and you spend as much time with your family you've lived a solid life because guess what we only get to play this game one time once can one person CL for that cuz I believed in that thank you one person I'll take the 30 that was good you know one thing that I really like to do is make money I think it's a good thing and I think that a lot of people in this space are scared to do it there's a lot anytime you see anybody do anything that they look to monetize people start freaking out right I mean what if tomorrow I sent out a tweet about something and it said in the tweet it said sponsored by Nike well there would be a lot of discussion wouldn't there a whole lot the funny part is that there's a real interesting divide in the global social media Web 2. 0 world right you've got the artists and you've got the entrepreneurs and I'm completely blown away by why we can't be both I don't understand why we're not allowed to make money and you know what the funny part is if people don't like the way you're going about making money they don't have to buy it follow you and they can call you all the bad names in the world let them knock themselves out because if you want to make money then you should and if you don't God bless you don't amen you know just do what you do and I think if you really fundamentally execute against what you want you're going to win let me talk about something else I'm really fascinated by transparency I think it is a fundamental necessity right I mean let's be honest if you have a company right pizza shop right now and you've got cockroaches in the back of your office eight years ago you're pretty fine for the most part now one of your $8 employees is whipping out their camera and internet to the whole world so if you got Co cockroaches in the back of your pizza shop clean that [ __ ] up you know what I mean right in a

### Segment 4 (15:00 - 20:00) [15:00]

global scale so absolutely positively clean that up because anything you do that's wrong will be exposed it's just a matter of time it will come out don't even think about doing it you will be caught it will hurt your brand and that's a fundamental bad move but on the flip side you can go the transparent way my brother and AJ and I AJ really came up with the idea launched a website called please dress me it's a search engine for t-shirts luckily it's called please dress me brilliant AJ I want to do some stupid [ __ ] like te- searched or something like that fought hard for please dress me because now we can sell hoodies and earrings Mary Smith can buy new glasses on please dress me it's amazing I mean we could do a lot of cool things with it we came out right from the get-go and said every single search result is an affiliate link everyone if you hide that and you don't talk about it and people figure it out you're a jerk off if you say it up front on the day you launch you're on the front page of Life Hacker boing and Tech crunch that's pretty interesting to me and I think a really good lesson before I go into Q& A and I really hope you guys ask a lot of Q& A I know what's the mic's over there guys in the middle I know nobody's going to want to get up so we're gonna have to walk around with a mic but please do $3 a piece if you walk up there the biggest thing that I hope that people leave with today is something I learned a long time ago in the wine industry and something that AJ and I have been able to uh execute in the um please dress me world which is I was analyzing a lot of the sites that are successful in this space and every space for that matter and I noticed that people are not creating multiple channels to monetize see I had to spend millions of dollars to buy property in New Jersey to make a bigger wine shop to build displays and have more stacks of wine and give customers more ways to buy stuff for me Millions all you guys have to do is spend maybe a thousand to redesign your blog and add a couple of blocks on the right side to make more money see way too many people in this room right now have a destination site or 70 depending on who you are that work on Affiliates but stopped there you know the funny part is AJ wouldn't you say 50/50 the revenue of please dress me probably 50/50 right 50/50 is Affiliates cuz that was is what was meant to be but the other 50 is sponsorship of shirt of the day selling the front boxes on the homepage and we've got a random thing that we haven't monetized I'm a total jerk off on Gary veer. com for not doing it yet I'm a hypocrite right now as I'm talking to you but I wanted to make a video before I did it that's why I didn't do it yet you need to create more angles more opportunities for you to make money the easiest way to make money in 2009 is to go and grab it pick up the phone and call somebody and sell them some sponsorship see the funny thing is in this entire space and entire world of marketing right now we've got these big brands with lots of cash and we all sit there and we scratch our heads I personally throw up directly in my mouth about the fact that they spend millions of dollars on newspaper and radio and television and so little on web presence and when they do spend it on web presence you guys know it's on some straight [ __ ] some banners on some [ __ ] site that used to mean something 30 years ago the ROI is obnoxiously awful terrible and we're all frustrated right the funny part is who gives a [ __ ] they're all going to go out of business or the person that's making the decisions is going to get fired it's the agencies that in the middle that are really [ __ ] us up and the people on the V P level they're set they don't want to show Roi right that they did a campaign for $50,000 that got nine clicks they'd much rather buy an ad on television and Proctor and gble comes to them and says oh dude I was watching a Phillies games and I saw a razor commercial you're [ __ ] awesome high five you got three freaking people from that douchebag but people don't want to see the ROI numbers right but that's going to change because the 37y old lady executive that's going to be the boss in 12 months she knows and the economy is tougher right the economy's tougher now and guess what Roi is going to become much more important so the newspaper industry they're going to get their face beat in there's not going to be a sing start buying newspapers because the amount of money you're going to make on eBay selling that artifact is going to be huge and every single person should overheard that right now on Twitter let people see that [ __ ] and the same goes for all the other traditional stuff see the funny thing is

### Segment 5 (20:00 - 25:00) [20:00]

everybody thinks this social media is some potion we all drank and we're all so [ __ ] smart you're wrong all social media is the extension of business all this is business when eyeballs go to different places that's where money goes if we all started hanging out in a new Clubhouse on a tree in Venus guess what you'd make a shitload of money monetizing and againsts that spot that's how businesses worked that's what happens eyeballs matter and the funny part now is eyeballs are so spread right there used to be you know I always call it my Conan O'Brien Theory right if 20 years ago I was on Johnny Carson instead of Conan I'd be bigger and if 50 years ago I was on Sullivan instead of Carson or Conan well I would be a damn cult leader it would be tremendous I'd be huge it would be phenomenal and so the fact of the matter is that eyeballs are now spread more than ever there used to be 13 channels then cable came they all said they were douchebags they weren't they won now the internet came everybody said they were douchebags they're wrong they won now there's a new layer of social websites everybody said they're douchebags no they're wrong they won the fact of the matter is you can see what's happening now you don't need an executive to tell you what's happening go look at a 13-year-old and pay attention to how they interact they're not going to read the New York Times they're not and they're not watching the Nightly News with Katie kurick [ __ ] sorry I just don't understand it just makes no sense things are changing there's huge opportunity and please and there's a lot of you in this room I know please just do me one favor just one way too many people are frustrated and you guys are trying to Rah cheerlead style people to understand our space right no you don't understand Twitter is good I'll show you it's not about eating bananas there's business to be done everybody's always trying to convince mainstream its value you guys don't tell them the longer we know and the longer they don't know the more straight Benjamin are going to be put in your back pocket I don't want them to know anything I'm disgusted that they know I get pissed when I see CNN Rick Sanchez say Twitter [ __ ] that's what I say Rick give me one more year Rick one more as a matter of fact this bad economy is the greatest thing that happened to us Hustlers and people in the trenches it's the best thing because Johnny jerk off at Gillette is saying what's this $100,000 social media [ __ ] cut that that's what's happening that's good now for some of us that's bad I get it you're an agency you want to collect but I'm telling you there's pretty much a shitload of cash still out there this is not the Great Depression people please it is not even close the fact that we're here they didn't do this in the 30s trust you I mean please did you see how much food is still being left around in the halls of this hotel that [ __ ] was snatched up in the 30s [ __ ] depress all right I want to go into Q& A soon because that's really what gets me going because I want to get into details because I can do all this raw stuff all day but the fact of the matter is details is what really builds business but please understand if your business is reliant on another website you're broken if your business model is built on Google you're broken I promise you build brand Equity when in America but did whoa everybody can win [ __ ] it's going to cost me like 40 G's didn't one person already win Sean kind of freaking thing are you running here when you build brand equity in America it's unbelievable you can NE you can almost never lose it I'm I mean when's the last time Microsoft did something right they're still in business and then I saw Dave Jones on a commercial I know he got paid for that Dave Jones hasn't done something important since 1971 on The Brady [ __ ] bunch and he's still getting paid so when you build brand Equity you're always able to make money whether it's a product whether it's around yourself around your business you're always able to monetize but if you're relying on a search word scheme or a couple of sites what happens when Google redo [ __ ] what happens when Google's not to play anymore you know frster was pretty damn hot everybody was pretty sold on frster if you think Twitter is going to be the main play for the rest of your lives you're an [ __ ] I got nothing else to say man I promised I wasn't going to curse I've been all over the place so much for New Year's

### Segment 6 (25:00 - 30:00) [25:00]

resolution it's going to change guys the platforms are going to change what doesn't change is you caring about people I promise you if you care about people your customers if you really care not the lip service that so many people say if you care the way I care when I had to drive a case of white zendel three hours in the snow to Westchester because FedEx screwed it up when you care like that you win and that's what you need to build a business that matters and cares look at Peter shankman right he created Haro hel a reporter I know he spoke yesterday let's clap it up for him right that's free opportunity for everybody that changed the game if you don't think somebody right now I'm kind of working on it if you don't think somebody right now is working on a site that's going to connect you directly to tide and to Crest they are the same way that any of us now can be on you know 60 minutes if we answer a Haro the game's changing see what's happened is the gate keepers have been eliminated there's no editor of a magazine anymore that could say your writing sucks that person has no power anymore you put out your writing and the world decides if your writing sucks when CA which is the largest talent agency in Hollywood signed me one of the partners pulled me aside and said I got to tell you something if you came in here and pitched us two years ago when you started Wine Library TV that you're going to sit in front of a camera and drink wine for 30 minutes non-stop act the way you act and 80,000 people D going to watch it we would have kicked you directly out of the room see that's the beauty I didn't have to go pitch it wait tables in LA and go around town kissing everybody and trying to get a shot I just went direct to Consumer we all now go direct to Consumer it is a very powerful shift in media it is the game changer what's changed is direct to Consumer and Word of Mouth All That Twitter is word of mouth on steroids Twitter is Barry Bonds Roger Clemens that's what Twitter is for word of mouth it's a fundamental shift it is word of mouth on steroids because the biggest yenta the biggest socialite on the upper west side in Manhattan like something you did how many people could she tell a hundred if she was really working the scene now people can retweet your stuff and thousands of people see what you're doing it's word of mouth that's changed that's important to understand it's very powerful and it is a seesmic shift in the way we do business and I'm excited about it because the fact of the matter is this room specifically has a trait that is so imperative a lot of you know how to make money now what you have to build is brand equity and something you're passionate about so that when you wake up in the morning you feel like Rocky and you want to drink eggs and climb mountains and I'm talking about the Russian Rocky remember when he was doing the wheelbarrow [ __ ] in Russia Drago was doing steroids that's the big companies we're Rocky let's keep doing push-ups on rocks and eating snow that's what we are hustle is what wins and that's how I feel every morning I want to eat snow and pick up people in a wheelbarrow in the mountains of Russia and not because I was born there I really want people to start lining up if you have a question please start lining up so I can get a feel of how many people are going to ask so I can time this again $3 if you ask a question thank you sir I'll give you all quarters just keep that in mind by the way Sean no more Vegas Keynotes I actually got paid pretty well to speak today but I lost money on this trip so far so no more of that no more four card poker anymore AJ um that's a scoop I mean you know you're going to get the same [ __ ] for me what I believe in is family first you got to love your family you got to position yourself to run a business that allows you to spend as much time with your family as possible I'm running around and traveling quite a bit and makes it difficult but you when you love what you do you never lose and that is what I'm most passionate about if you love managing 900 websites and everything is off link bait and this and that and this God bless you knock yourself out be thrilled but if you've got any inkling a quarter of a hundredth of a percent that you're not happy doing that there's other ways to do it and the biggest thing that scares me every day is not achieving what I think I can achieve I want to buy the New York Jets that's what I want so I need to make billions of dollars [ __ ] you know but that's what I aim for that's why I try to build brand Equity that's why I want to be on Oprah and all that stuff that's what I have to achieve towards that's how I feel like I have to make it but if you want to smoke weed in Jamaica and fish all day then guess what keep buying you like that huh sticker giant baby you know what Mr Fisher then you know what then I'll buy a couple more stickers and you're well in your way my man go smoke and catch fish that's

### Segment 7 (30:00 - 35:00) [30:00]

the thing though I think way too many people have no idea where they're going if you leave with anything today anything promise me you leave with this where the hell am I going what do I want because I promise you when you mark that in your mind you are 90% of the way there Q& A hey Gary hey J Jay Burk it's 10 golden rules nice to see you again good to see you Jay you've done a great job with personal brand but you've got some different brands you've got Wine Library TV right your Gary V on Twitter you're Gary bayer. com so talk about the Tactical stuff like how have you built the brand up given the different personas well that's the funny thing because I do roll in some really interesting Circles of brand Equity a lot of Fortune 500 companies and a lot of different Hollywood types and this and stuff and they all think I'm an idiot they think I'm building too many different brands right they're like you've got to you know the old saying right be the wine guy that's all they want me to do be the wine guy why are you doing this whole speaking and marketing and business why because I love it because I love building brand and so I think that in 2009 agents and these Gatekeepers I were talking about they're not in control I think in 2009 and beyond our brand should be our DNA and so I am the wine guy I know a crapload about wine but I also know a lot about building brand and I also want to be the Jets guy and the Family Guy and The Connoisseur of Whatchamacallit candy bars you have to be who you are and so I think that the tactics are very simple there is no damn tactics just be who you are talk about the [ __ ] you love and different brands will establish themselves based on how interesting you are in the platforms and the subsections and the niches that you're passionate about why can't you be the Nirvana expert and the person that knows more about Hostess cupcakes in the world than anybody else why that's my answer all right Gary my name is uh Peter do of store boy life I heard um you said a little bit today but also with uh I saw on YouTube you talk about the importance of legacy is important uh more important than currency Legacy is greater than currency yeah and uh what kind of got me with that even on my Twitter profile is uh focus on doing those things that make your grandchildren proud you talked about on there you know they're going to see this because it's all being videotaped that totally freaks me out by the way that my great grandchildren are going to watch us and be like Grandpa was on some crazy [ __ ] go ahead all right well I have two questions um the first one is how do you when do you um create boundaries for your life you know because you talked about just putting all your work into your to your brand but where do you go and start separating go okay now I need to focus on my family because couple times I've seen on Twitter that all right I'm going to hang out with my family see you guys later you know I think the first thing you need to do is um is understand your family right there's people in your family that need more time need more FaceTime might mean need more phone calls one of the things that attracted me to my wife was that she was a very independent gal you know and that was important to me I think if you're not married you need to really look at yourself and who you are and find a partner that really complements that and allows you to do the things you're passionate about because when you're really passionate about something you get in the zone right I mean you really you're just there I mean AJ always calls me a robot because when we're hustling on a new launch or something I don't eat I don't drink I mean I don't eat or drink for 24 36 I mean it's crazy it's just cuz I'm pumped it's how I'm built and I think the way you separate family and hustle and you know this is from somebody who spends 15 hours a day 17 hours a day in the hustle part of my work is knowing for example with Lizzy we're taking more vacations because you know B she'll whip my ass if we don't time no but I mean because that gives us quality time no TV no internet I think you just Vibe it right I mean sometimes you see I'll see my mom's face and I can see oh crap I haven't been hanging with Mom enough maybe we'll do lunch or it's just about knowing the players in your world and knowing what they want and never chining what they want they leave you with the time that you're allowed to hustle so that's how you have to work it now if you have a family member who wants to eat up 13 hours a day that's tough I mean that's just something you have to really work on but um I think it's about feeling and knowing your family and I think that's what's most important all right and last um are you going to hear be here for uh because i' like to talk you about it um a little bit more a for uh coffee are you going to be here for lunch at all am I what lunch I have a flight at 2 o'clock I'll be here for an hour after this talk hang out here and then I think I have to go all right thank you very thank you man hi Gary my name is Gail it's always nice to Clap by the way good for you go ahead my name is Gail Goodwin I'm with a website called inspire me today I'm here today to ask you a question in reference

### Segment 8 (35:00 - 40:00) [35:00]

to our Global hug tour and in case you don't know what that is my husband and I leave May of this year on a single engine prop plane we're flying 31,000 miles around the world stopping in 50 different cities and countries in each of those places Gathering inspiration from various luminaries to bring back to feature on inspire me today additionally we're giving 2,000 hugs per location to hugs like hugs to literally wrap the world in 100,000 hugs and additionally we're sharing a million dollars of abundance with nonprofit causes the whole way around the world so with that little background I'll hug everybody thank you my question to you is how can we have an even greater Global impact on this get the word out in a bigger way specifically because the more people that come to the website and buy hugs for $10 that $10 goes directly to the causes that we're supporting we'd like to raise 10 million not 1 million remember when I talked about sing hitting singles instead of home run runs yes I would focus all I would focus 4 to 7 hours a day on trying to get on Oprah the Today show I would just go for the jugular I think way too many people don't think they can and that's a problem I think this is great this is phenomenal I want to hug everybody I by the way I'll stand here after this teino and hug every single damn person in here yes so you know thank you so I think that what you need to do is allocate first of all it's going to take a lot of work and time right which I'm sure you're putting into because I can see the passionate voice and it's a very ambitious goal you need to allocate a lot of time to just pound you figure out how you get to producers on major television shows you reach all the top newspapers and then because I said all those platforms were dead you start hitting up places like the websites that matter places like life hacker and Huffington Post and Tech runch whatever it takes just go right down the damn line and pound those people into submission to talk about what you want to accomplish excellent thank you you're welcome hi Gary thank you um Ken pierce with golf jim. com nice Ken my wife is here Vicki with me it's her birthday today so happy birthday um uh we were invited here by Sher we just started working with them on affiliate program and we and I didn't really have a grasp of this whole thing I still don't a lot of what you're saying is forign language to us sure we've got a website and we sell at retail and we've been on for a while and we do okay and um we're trying to grow this and we've seen so many different people in the Affiliates and the the talk yesterday and Andy Rodriguez uh was great and I'm just wondering what as a as kind of a newbie in this in being a merchant and looking for the best way to once we get rolling we start to pick up steam and that's happened with everything we've done but as a newbie in this whole thing what would you say would be one of the next steps that we would take sherff s we're working with they really open us in a great way but what would be the next thing that you would advise you're a retailer yeah uh no we're we are a manufacturer and we sell online and we sell at retail as well our products understood I you know there's a lot of things you can do I mean first and foremost it's all about building brand Equity right so your brand needs to mean something I mean you know look at the t-shirts industry or you know clothing I know my brother AJ loves Bape the bathing Apes you know Bape you know uh wear right and they charge hundreds of dollars for sneakers I mean once you establish brand Equity you can really start growing your profit margins so the things that I would do if I was in the golf game is try to get endorsements of my product from the biggest people I possibly could whether you know you start at Tiger Woods which you're not going to pull off um because he's pretty locked up but you work backwards and more importantly if you're going to start really working in this online space I think what you do is the same thing see the funny thing is that you've already built a business right actually yeah I created the product 20 years ago and most recently we're working with a coach from the PGA Tour we've got a connection with that so that part of it's starting to build on the brand side so golf gym is a known name in the golf world right now but as far as selling at this level this digital marketing viral y thing that's going on that uh that everyone in here seems to know about um it that's the end that next step these crazy people oh we're great this is Passion this teric everybody hugging each other how can this Vicki will hug every no um I I think I think the fact of the matter is that it's no you know the funny part is there's no separation between what's going on here and what's going on in the real world it's just different platforms the same things that made you successful you went out and reached out for a PGA coach to build that brand Equity right I mean that was part of your process well now you want to go out and reach out to people in digital space that have Equity right so if you can get people that have audience to say they like your because they really do not some scammy crazy

### Segment 9 (40:00 - 45:00) [40:00]

[ __ ] then I think that fundamentally you start building momentum as long as you give them a destination of where to monetize if you have a place for people to buy this product I mean there's a lot of people here who will send traffic create landing pages and all that and that's fine but I think what's even more important is building up relationships in as many places as possible with as many people as possible see the funny thing is there's a scary four little word that a lot of people are just completely petrified of and that's called work see that's what you have to do here's my friend you have to spend 7 to 10 hours a day online learning about everything that these crazy kids know about okay if if we're trying to run a business at the other end and the retail and doing all that and doing seminars and getting out there and doing all that then it's best to really hire someone to be able to do that seven or eight or 10 be careful my friend because you really want to know what the hell you're doing too okay it never helps to have somebody that is not you know a hell of a lot more than you because they can leave right and I just think that there's value in the proprietor to know what the hell is going on don't stay over here because it's what you're cozy with cut some slack out of here and bring it over here and start learning this [ __ ] because I promise you this is where business is going to be done going forward great thank you very much you're welcome thank you hi Gary Stephanie agesta internet geek girl how are you good how you doing good um you and I get to hang out at a lot of conferences cuz you're a Jersey girl yes I amoo how many people here from Jersey raise your hand nice I like the guy way in the back there yes how many people from Colorado zero Broncos suck they even collaps worse than the Jets all right so I've been lucky enough to be in this community for many years and I also get to you know hang in other internet marketing communities cuz there's little pockets of expt expertise and different shows and you're a hustling networker I'm a hustler that's right and I was just wondering if you could give some recommendations to this crowd as to like what they could do and where they should go where are other places you go this year how do you cross-pollinate among different expertise within internet marketing you know that's funny Steph because that's one of the things I believe in most I didn't want to talk about it because I want to pump out a Gary van. com on this it's called fishing in other ponds the funny thing is if you think about what I did I was a wine retailer right and I saw opportunity in social media or web2 or whatever you want to call it I just saw it as opportunity as there's business in this damn computer and I'm going to figure it out I think that your message can cross-pollinate all the time the funny thing is everybody gets together in these conferences that we all and we all know each other and we all basically we'll have an internal fight about the subject of the day but we're all like hey you're on Twitter I'm on Twitter you know the fact of the matter is what's really funny about that is what you should be doing is going to the conferences where nobody knows what you know so see here all your knowledge is trumped or equaled by everybody else CU we all kind of know the same things fact of the matter is go to a chamber of commerce event in business walk in there and you're like [ __ ] Yoda right and if you don't overheard that on Twitter I'm highly offended I will be searching I mean but that's the case I mean that that's the funny thing um there's way too many people that keep fishing in the same ponds you keep going to affiliate Summit West affiliate Summit East affiliate Summit Bahamas affiliate Summit Moscow go somewhere else because when you go somewhere else there's a lot of business to be done because sorry sorry I guess I'm never keynoting again um the fact of the matter is there's a lot of free places to go to there's a lot of local business opportunities I mean you guys have I mean every single person in this room fundamentally has a massive advantage over a large majority of business people in the world right now and we a lot of people it's true and a lot of people are not using it and that's why I get frustrated when people are creating things when they really have skill sets to make a147 a day when I know times8 billion I get it and you make a trillion dollars and that's great and I'm pumped for that especially if you're pumped for that but the problem is way too many people that do that when I speak to them want other things they want brand equity in other places they want to be a regular contributor to X Y and Z and the way do that is by building more equity in yourself and your message and getting it focused and cutting off I mean even I'm stretched too thin and I'm pretty on message so and I'm fooling around with way too many things I think Steph the fact of the matter is there's so many places for people to do business and there's so many creative things listen you guys understand marketing and converting and making dollars the problem is there's 8 trillion people walking around saying there's social media experts and they haven't made a dollar in their life I mean it's a little bit of a problem that being said you guys have the ability to walk into

### Segment 10 (45:00 - 50:00) [45:00]

other circles I mean go into your local large family run business we all live in places when I was in Portland doing a book signing I was blown away by Pal's bookstore right and I was just big up to Pals and so I was blown away because I was like wow I mean God if I lived in Portland I would go right to Pals get to the top brass and say listen hire me I can really help you so there's a lot of those kind of opportunities for people here where you can do that kind of Consulting and stuff while you're still running your stuff maybe learn from traditional business over here because a lot of people here the funny sir you come from the traditional manufacturing there's a lot of people here who've never done traditional bricks and mortar business and there's a lot to learn from that there's a lot of interesting tactics in that world that can help you learn what to do here hi Gary my name is Martin from the Danish company Spain fighter how are you I'm very good how are you phenomenal fantastic show thank you for that well um I totally agree about working with all social medias like Facebook Twitter and all that and I do it myself but the well you can see the problem is the more success you get in that area the more people you have to be close with interact with and that's of course nice for business but I know you have huge success in that area how do how the hell do you how much time do you spend on that what do you do when you get a th000 or two or 3,000 message mes a day do you hire people to answer them or you sit 24 hours a day and when the hell do you do business my man so it's all about what you think business is right my friend I took a major step backwards in my wine business to devote more time to building brand Equity online building Wine Library TV and all that jazz see the funny thing is there's another word that nobody across all business platforms likes and Embraces and that's called patience there is nobody that has enough patience everybody's like when's it going to happen dude you've been doing this for 3 months I mean are you kidding me so the funny part is that patience is lacking from so many people I pumped out an episode 20 minutes a day and jumped into wine forums and wine blogs and became part of the community not hey check out my site for 8 to 10 hours a day for 18 months while my $50 million year business stopped growing because I was the real Catalyst or it slowed for 18 months before anybody gave a crap about Wine Library TV that's hard that's patience you have to persevere and so really comes down to this my friend it's a balance game right really I want to tell you it should be what you like to do you know what I mean if you want to hire people fine you have to understand that it depends on how your brand is positioned it's going to be a little less authentic if it's interns but the fact of matter is you have to balance it and the problem is a lot of people like yourself say the same thing when do I do real business the problem is people don't realize building brand Equity by building relationships and interacting with people is the biggest damn real business anybody here can do and so if you have patience and the ability to wait and build that I promise you can monetize that you know what I mean well um I'm from Denmark it's a small country I'm one of the best known businessmen in Denmark so I have a very large brand in a very small country and I think I spent 10 hours a day answering emails and all that so I'm saying hey I mean you're doing the same thing as me but in a market with 300 million people instead of 5 million I mean then you have to spend 300 hours a day and that's quite impossible are you happy I love it then you're set next it's true hi Gary hey man Scott jangro jang. com two more questions disappointed Patriots fan I'm so glad you make the playoffs sorry go ahead I think there are a few people in this room are probably interested in your success as a transparent affiliate marketer with your please address me uh con congratulations to you and your brother on that thanks um my question about that is uh I remember the minute you guys launched that site appreciate it Tech crunch Life Hacker and all that stuff my question is how has that carried on in your success there was the Flash that you had thee and traffic all the attention but not a lot of people are you know your customers on those platforms right could you share with us how that's kind of carried through affects the bottom line more long term sure it's the Conan O'Brien Ellen Mad Money game right because people go on my site and see that I was on Conan they think to themselves that I'm not just some [ __ ] right it's brand Association and so when AJ and I reached out to thread lists and busted te's and snorg and every single t-shirt blogger and all that stuff when we didn't sleep

### Segment 11 (50:00 - 52:00) [50:00]

and we just crushed it and we were having fun all those people took us more seriously because we were just on Tech grunch and Life Hacker and boing and when I got to the CEO of Cafe Press and all those stuff it happened quickly because of that so it's like creating the hype to Leverage The Hype right and so that's how it worked we used that blast of promotion to get us into the door to talk real business and then by talking real business we were able to build a business model and plan and then we were able to just keep hustling right and people get impressed by stuff right I mean think about anytime anybody in our space gets mentioned and anything mainstream it's exciting we're all collectively happy and I think for a lot of people that you know boing and Life Hacker those are bit I mean those things sent massive juice and then it gets regurgitated a lot and it just opens up a lot of doors and you Leverage The Hype to create business thanks sure last question hey Gary I got the last question it's John from sticker giant hey John you just asked us all to spread our wings so why don't you take a moment and tell us exactly what this thunder crues um I have a cruise in April um and we're going to drink a shitload of wine and for seven days and uh I worked really hard on creating a costeffective vacation before the economy collapse so it's become a pretty popular ticket and uh I'm not really super comfortable kind of pumping I that's very nice of you thank you but it's a cruise I'm on it come and check it out um I know I have to get off but I just want to tell everybody here that um I was really honored to speak at this conference I have a strong affinity for this General space I think there's so much more that could be done but I know you hear that and I don't want to be that guy that says you could do you know I get that but I think there is and I think that if nothing else I hope you leave here today with a thought of maybe where you want to position yourself because once you position yourself to love what you're doing and monetizing against that you know we're awfully lucky I'm really pumped that I wasn't a cat or a tree or a bottle of coke being a human in 2009 is pretty awesome thank you so much thank you thanks Gary look at that Gary thank you very much great work as usual great work